Riccardo Andreoni
is born in Cagliari in 1962. When he turns 18 he moves to the United States where he graduates as an Economics major in Business Administration at the University of Denver. He later obtain his Master Degree in International Management at Thunderbird - the American Graduate School of International Management - in Arizona. After 5 years in the US, he moves back to Italy where he serves his military duty in the Air Force.

In 1987 he joins computer maker Olivetti for a brief experience within the Strategy and Development department, where he is in charge of financial reporting of venture capital investments. Nine months later he moves to IFI (now Exor), strategic holding of the Agnelli family and owner of the controlling share of FIAT. In IFI he is responsible for economics studies and financial analyses, as well as press clippings, interviews briefings and conferences support to top management.

After 3 years, in October 1990, he moves from finance to the FMCG marketing of tobacco multinational Philip Morris where he will remain 14 years. After an initial training period in the European headquarter in Lausanne and in the Dutch factory of Bergen Op Zoom, he moves to the Italian affiliate Intertaba, in Rome, as Manager of Planning and Sales Development.

In the next 4 years he is in charge of sales budgeting and forecasting as well as of the execution of plans for the growth and IT development of the Sales Force.When transferred back to Philip Morris Europe in Lausanne, he adds to such a commercial experience a highly significant one for his professional growth in the Marketing area. With growing responsibilities in managing some of the most important brands of the company, he develops a deep experience in the area of Brand Management by taking direct charge of trademark licensing projects. He manages Merit Cup clothing and watches, Chesterfield Legend jeans, Muratti Time travels and Multifilter sunglasses. Working closely with his licensing partners (companies such as Marina Yachting, Lorenz, Best Company, Turisanda, Formelli), he acquires knowledge of the industries in which he operates, but also and above all in the area of brand communications and promotion: from classical advertising (print, TV, cinema, radio, outdoor) to sport sponsorships, to packaging, to point of sale.At the same time, he is asked to develop a plan to build equity on the corporate brand name of Philip Morris in Italy. Starting from the company’s tradition in cultural support, he sets up a program of interventions on the Italian territory embracing the most diverse disciplines: from figurative arts to dance, to music, to cinema, to scientific and technological research, to university education. The cultural sponsorship plans are supported by an intense activity of communications and PR.

At the end of the 7 years spent in Switzerland, in 2002 he is called back to Rome, within the newborn Philip Morris Italy, as Director Marketing. In his new function he works mostly on product development, packaging, point of sale and trade promotions.

Back in Torino, he works with Set Up, a local events and promotions agency, as a consultant for the 2006 Winter Olympics. After the Olympics, he stays in Set Up as Managing Director. In the following 2 years he manages the company focusing his strategy on a twofold objective: the internal growth of the organization and the consolidation and broadening of the client portfolio. The increase of the turnover in the period reaches %.

In March 2008, after 3 years in Set Up, he decides to move to consulting, thus putting to use his 20-years experience in marketing, communications and in corporate organizations in those small and medium sized companies that might need to build or grow their brand without necessarily incurring in fixed costs.